Carter’s has the only website out of 100 major US multichannel retailers to feature responsive design.
The Search Agency’s mobile experience scorecard published this week, highlights 100 ecommerce sites and rates them according to their mobile readiness.
Although over ninety companies operate effective dedicated mobiles sites, Carter’s was the only company to achieve full marks in the site format category because it operates an entirely responsive website.
Responsive web design means that the same website can be deployed for multiple screen sizes, and is the best way for ecommerce sites to increase conversion on mobile devices.
Before reading the The Search Agency's report I didn’t know much about the retailer Carter’s; it’s a USA based manufacturer of children’s clothes, however as this is posited as a leading example of responsive design, there must be some valuable lessons to learn from it.
First there was prankvertising, now there is spoof prankvertising.
There are so many metatextual layers going on here that I might need to have a lie down with a cold compress applied to my forehead.
But while I’m still relatively vertical, let’s take a quick look at the Canadian advertising agency John St.’s reaction to the latest trend in fear-mongering online videos.
I wrote about prank advertising earlier in the week, where I discussed the relative merits (or lack thereof) of six recent examples, then shortly after I was directed towards this series of online videos…
The Search Agency has just published its Mobile Experience Scorecard, reporting on 100 different US multichannel retailers and their relative mobile readiness.
The report gives each company’s mobile site a score out of five based on seven different criteria: page load times, site format, store locator, search box, social media presence, app presence and click-to-call.
The outdoor and sports gear retailer REI came out at the top with a total score of 4.74, losing a mark for site format and app presence. No retailer achieved full marks across the board.
The major finding here is that of the 100 companies, only one has a dedicated responsive website. The children’s clothes retailer Carter’s.
Responsive design is a key way to increase conversion rates, however 91 of the other companies researched do operate a dedicated mobile site.
It should be noted that this independent study uses benchmarks of its own creation, and is influenced by the subjectivity of its own panel of experts. However it still makes for an interesting overview.
Here’s the top 30 of the 100 companies studied:
Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards & pins into the email and driving traffic to its Pinterest page.
The visual heavy email achieved an open rate 67% higher than Sony's goal, and a 16% higher click-through rate (CTR) than expected.
Previously Sony had trialled including a Pin it button next to its products in a VAIO summer launch email, so users could pin and share directly from the email.
Users pinned from that email 3,000 times.
Let's take a closer look at Sony's Pinterest email strategy..
Instagram rolled out its very first sponsored post on 1 November 2013.
Following Pinterest’s lead in trialling promoted pins earlier this year, Instagram has given fashion designer Michael Kors the opportunity to run the first advert on the photo sharing site.
This could be a mixed blessing.
Nitrogram has worked out a few metrics to uncover how successful this inaugural run was.
Brands and musicians have an uneasy alliance. For every generation defining Michael Jackson and Pepsi coupling, there’s a whincingly regretful pairing of Iggy Pop and Swiftcover.
In the last few years, more and more recording artists are hooking-up with large brands in order to reach a wider audience and make up for dwindling record sales, and it seems brands are much more willing to invest in the music industry lately, especially in terms of live music and event creation.
American Express has recently linked many different media strands together, including live music, online streaming, social video and social media, to create Unstaged, a channel that caters for an online, music hungry audience while offering effective brand promotion.
Let’s take a look at the ways American Express Unstaged brings the offline, online with storytelling.
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
Watch out, brands are about!
The latest trend in advertising has its roots in the hoary old world of Candid Camera style practical jokes, or to use a UK equivalent, Beadle’s About.
Although the extended televised prank has long fallen out of fashion in the UK (though Dom Joly is inexplicably back on TV) the USA has seen a huge and seemingly never-ending revival of extreme stunts and japes thanks to Jackass and Punk’d.
Although Punk’d just had Ashton Kutcher’s celebrity mates having their Mercedes Benz’s fake-bumped into, the current crop of prankvertisements are aiming for real shock value to achieve notoriety and therefore virality.
Here are six of the most recent examples:
There was an increase of almost 17% in brand spending on digital within the music industry last year, compared to 2011.
Brands including Coca Cola, O2, Blackberry and Volkswagen spent a record breaking £100m in total on music in 2012, a 6% rise on 2011. This is according to the latest research from PRS for Music, the copyright collection society.
The area that’s seen the biggest increase, with a 33% rise in spending, is artist endorsement.
This may come as a surprise to some, depending on where your ideologies lie in terms of artistic integrity, however with increasingly evaporating record sales, artists who once comfortably filled out stadiums night after night are now turning to brand sponsorship to maintain the lifestyles they’ve become accustomed to.
For instance Jay Z recently made a deal with Samsung to release his latest album exclusively via its mobile devices.
The next up and coming trend in terms of spending however is digital. Digital is showing an increased rise in spending, far more than live music sponsorship (-5.6%), TV (+1%) and advertising support (+9.5%).
How are brands spending their money on digital in the music industry? Here are some recent examples:
Companies whose conversion rates have improved carry out 50% more tests on their websites than companies whose conversion didn’t improve. However, 7% are testing nothing at all.
This difference is even more apparent when looking at sales. Companies with a large increase in sales carried out over two times as many tests as the average.
Of the companies that carry out testing, 60% carry out one or two A/B multivariate tests a month and only 6% perform more than 10 tests a month.
These findings come from the fifth annual Conversion Rate Optimisation Report, carried out in partnership with RedEye, and based on a survey of almost 1,000 client-side and agency digital marketers.
Let’s take a look at what areas & elements our respondents are testing and what they find to be the most challenging stages.